导　　师： 温碧燕

学科专业： 120203

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 服务生产和消费的同时性是服务区别于产品生产的关键特征，顾客参与行为便在其中扮演重要角色。研究表明，顾客参与服务生产与传递过程对服务结果的影响，不仅表现在企业的生产绩效中，也体现在顾客的感知服务质量及满意度中。因此在服务业中探究顾客参与行为的产生原因及由此带来的影响就显得十分重要。 本文对国内外有关顾客参与、顾客对自身参与表现的满意程度、顾客感知的组织支持、顾客满意感和顾客归属感的文献资料进行回顾之后，在社会交换理论、社会识别理论、归因理论和公平理论的指导下，建立了以顾客参与为核心变量、顾客感知的组织支持为前因变量、顾客对自身参与表现的满意程度为调节变量、顾客满意感和顾客归属感为结果变量的概念模型。本文以旅行社的顾客为调查对象，主要利用结构方程模型的分析方法，以SPSS和LISREL软件为分析工具对概念模型及研究假设进行检验，试图探索旅行社行业背景下顾客参与的结构维度，分析五个变量之间的相互关系。实证研究结果表明：在顾客感知组织支持对顾客满意和顾客归属的影响中，顾客参与起到了部分中介作用；顾客对自身参与表现的满意程度对顾客参与与顾客满意感及顾客归属感关系的调节作用不显著。本文最后根据实证研究结果对各变量的关系进行了讨论，并提出了若干针对性管理建议，以期为我国旅游行业的管理实践提供科学的理论依据和有效的指导方案。 The simultaneity of production and consumption process of services is the key todistinguish the service from goods, in which customer participation behavior plays amajor role. Mounts of studies have shown that the outcomes of customer participationin service production and delivery process are not only reflected on the companyperformance, but also in the perception of service quality and customersatisfactionwith the company.So it is of great significance to conduct academicresearch on how customer participation behavior comes and its effects in the serviceindustry. This paper reviews the relevant literature and development of the five mainvariables at home and abroad,i.e.CP /(Customer Participation/),PSC /(Perceived Supportfor Customers/),CSPP /(Customer Satisfaction with Their ParticipationPerformance/),CS /(Customer Satisfaction/) andCC /(Customer Commitment/). Under theguidance of social exchange theory, social identity theory, attribution theory andequity theory, the paper establishesa theoretical framework which views CP as thecore variable, PSC as the antecedent variable, CS and CCas outcome variables of theconceptual model.Applying a SEM-approach and SPSS and LISREL software, thepaper empirically tests the model in the travel agency context, trying to explore thestructural dimension of customer participationunder the background of travel agencyand analyzing the mechanism of actions between the five variables.As is found inempirical study,PSC has positive effect on CP; the degree of CP partially mediates therelationship between PSC and CS as well as CC; CP positively affects CS and CC, butsignificant negative moderating effect is found for the relationship between CP andCS as well as CC. Finally, discussions and implications for the empirical study resultsof customer participation can be derived.

关 键 词： 顾客参与 顾客感知组织支持 顾客对自身参与表现的满意程度 顾客满意感 顾客归属感

领　　域： [经济管理] [经济管理]